Classy packaging, upmarket products and practical help from suppliers are giving smaller retailers a fighting chance against the big boys in a sector where price is not an issue Bake off is a dynamic area where a host of operators are not only putting enormous effort into their products, but also into their presentation. Upmarket, sophisticated goods are in packages that people are proud to be seen with and what's on offer has grown to gargantuan proportions as suppliers pull out all the stops to provide not only the bake off ingredients, but also the equipment, free or on loan, to bake them. And their hard work has helped to put independent retailers on a level playing field with the big boys. Consumers in this environment are not price conscious, so keeping up with the multiples on price is not important and, with clever merchandising, independents can benefit from additional purchases. Country Choice md Martin Bott says: "Even small stores can benefit from the increased footfall and better ambience provided by an impulse sales unit. We encourage strong promotional activity linked to purchases other than the traditional bread, milk and newspapers. For instance, if there is a deli counter or wine section, the activity this can create is important. Country Choice's Bake n' Bite is its branded bake off unit which holds a wide range of bread and pastries and makes a huge difference in the standard of presentation, according to the company. Cuisine de France has taken presentation to new heights with the launch of the Gourmet range in eye catching branded black and gold bags bearing product descriptors and serving suggestions. One bag fits all nine products. The same principle has been used for its new range of flavoured doughnuts. Bags contain up to six doughnuts and are colour coded with windows. They also have the added benefit of being upright to maximise shelf space. Three organic loaves have also been added to its portfolio. UK sales director Brian O'Hagan says: "These products give convenience stores a chance to compete successfully. We believe it won't only be consumers of organic who will trial them." Cuisine de France supplies stands and ovens which take up to 10 trays, and it advises retailers on a regular basis. It also claims out of stocks are never a problem. "C-stores can drive volume on a daily basis. They can take out individual units rather than a case. And there's no wastage because you can re-use the bread in the hot cabinet by turning it into a pizza snack," says Hagan. Cuisine de France's new manufacturing site will be up and running at Stone, in Staffordshire, in 2002. It is also relaunching the brand in Scotland in September. Le Pain Croustillant, part of RHM, is working on sweet breads as an alternative snack to chocolate and sweets, and developing a line in occasion breads, such as Hallowe'en pumpkin bread. Delifrance too is looking at the snacking market and has relaunched its toasted Provencette baguettes and plans a pre grilled range of baguettes. Arkady Craigmillar has a range of US style carrot cake, fudge brownies and cookie doughs under the Karps brand. This year it sold its L'Art du Pain concept, enabling retailers to stock a range of frozen bake off lines, to Cuisine de France. {{FOCUS SPECIALS }}

Topics